Before there was Léa Begin’s self-care space & beauty boutique Beauties Lab on Laurier Ouest, there was Beauties, a lifestyle blog that began in 2016 to share what Léa loved alongside her work as a professional makeup artist.
Over time, Beauties took on a life of its own, growing to include as many as 10 writers covering the beats of local food, natural beauty, ethical fashion, culture, and travel.
“It just became this growing community, and I wasn't even aware I was creating it. Eventually, I wanted to grow it, but nothing—whether it was e-commerce or subscription boxes—sparked as much interest as placing the human at the center of the project,” Léa says.
“The biggest impact I realized I could have was through my craft in a physical space. Back then, my clientele had spent the past 12 years saying how they hated shopping at big-box stores—the smells, the sounds, the lights, too many people—and that resonated with me.”
“The biggest impact I realized I could have was through my craft in a physical space." | Photograph: Audrey-Eve Beauchamp / @audreyeve.beauchamp
"In Montreal, it feels as if you're two degrees of separation from everybody, which is amazing for emerging brands and entrepreneurs—you can connect with people and unearth new collaborations and opportunities with ease, which is so important for anyone in their early stages”
A circle of sustainability and well-being
Desiring a more intimate, no-pressure type of service and in-store experience, Léa sees shopping for beauty products as a sensorial, emotional, and—above all—educational experience.
“We’re a space where everyone is welcome, not some place to be perfect,” she says. “This was meant to be a place of honesty and respect for progressive, conscious, ethical values.”
At the core of Beauties Lab’s services in makeup classes, treatments, and services are its beauty products numbering at more than 40 curated, coup de cœur brands in makeup, body care, and hair care. Focused on natural and ethical ingredients, they’re meant to work for clients instead of against them because of their ingredients and to enhance natural features, not transform them.
Photograph: Audrey-Eve Beauchamp / @audreyeve.beauchamp
“When I was younger, I would have loved to have a space like Beauties Lab, one that doesn't judge you and prey on your complexes,” Léa explains. “Beauty can be intimidating, so every detail is made to help you feel comfortable, from the choice of colors or materials to the service,”
“It's so important to have someone in front of you, to talk about their beauty in a space where they’ll feel safe to express themself and learn.”
“It's so important to have someone in front of you, to talk about their beauty in a space where they’ll feel safe to express themself and learn.” | Photograph: Audrey-Eve Beauchamp / @audreyeve.beauchamp
That inclusive approach to her industry also extends to sustainability, as creating space to feel connected to people and confident in products means return rates are low, but it’s also a matter of sustainability in well-being.
“We’re a space where everyone is welcome, not some place to be perfect,” she says. “This was meant to be a place of honesty and respect for progressive, conscious, ethical values.”
It just fits
Because of these full-circle elements of Léa’s work on sustainable products, The Main connected her and her business with &OR Collective, a fashion industry disruptor founded by its co-CEOs Katie Green and Kristen King in July 2023.
Here, Léa’s wearing signature pieces that speak to the ethos of &OR Collective’s brand: The set, Skirt 01 and Tank 01, are designed to make the wearer feel comfortable, pulled together, and confident, whether it’s for a business meeting or a dinner date, a daycare drop-off or a weekend lunch. They're designed to be worn with ease and fit into the wardrobe seamlessly.
As a business owner on the go, the outfit matches Léa and her lifestyle: “I always try to base my wardrobe on timeless pieces that are comfortable and breathable with natural materials. Local brands are amazing for that, and there’s a connection to my work in beauty,” Léa says.
“If you have good products that you need, it satisfies you, and you don't feel like you’re always wanting more. I used to have this problem: Every week I would buy new clothes, and one day my mom told me ‘You know that there's no limit to this.’ That’s when I moved towards quality.”
Photograph: Audrey-Eve Beauchamp / @audreyeve.beauchamp
“Beauties Lab is carving out a new experience in beauty services and is mindful of the environment, focusing on green, ethical, and inclusive products in ways that parallel our commitment to sustainability in (&OR Collective's) brand.”
The threads within the threads
Enter Beauties Lab and Léa’s connection to &OR Collective. There are threads within the threads of her fit: Driven to challenge the impacts of the manufacturing practices and rapid cycle of fast fashion and overconsumption &OR Collective is surrounded by, the fashion brand found a natural partnership with Beauties Lab through their city’s creativity, their companies' female-led leadership, and sustainability.
Photograph: Audrey-Eve Beauchamp / @audreyeve.beauchamp
“Beauties Lab is carving out a new experience in beauty services and is mindful of the environment, focusing on green, ethical, and inclusive products in ways that parallel our commitment to sustainability in our brand,” Kristen King says.
“Altogether, our industry is responsible for over 10% of global greenhouse gas emissions, generating unthinkable amounts of waste and environmental degradation across the entire supply chain,” Kristen adds.
“We're focused on what we call holistic sustainability, demonstrating that fashion and sustainability can go hand-in-hand and that responsibility needs to be prioritized at every step of the product cycle and supply chain.”
But the connection between Beauties Lab and &OR Collective digs deeper than conscious steps towards sustainability. There’s also a strong thread of empowerment as well: While one customizes beauty and self-care treatments tailored to individual needs, &OR Collective offers fashion that can authentically support individuals’ self-expression.
“We’re both focusing on self-care in ways that extend beyond just physical beauty. &OR Collective is contributing to that by offering clothing that can make someone feel good, contributing to their overall well-being,” Léa says.
“We're focused on what we call holistic sustainability, demonstrating that fashion and sustainability can go hand-in-hand and that responsibility needs to be prioritized at every step of the product cycle and supply chain.”
Tying communities together
As local businesses, Beauties Lab and &OR Collective know the positive impact of having close communities built on local purchases and support and find their kinship in both their work and their city.
“There's a vibrance and community found here that is so unique and inspiring for us as a brand. In Montreal, it feels as if you're two degrees of separation from everybody, which is amazing for emerging brands and entrepreneurs—you can connect with people and unearth new collaborations and opportunities with ease, which is so important for anyone in their early stages,” Kristen King says.
Léa sees the same qualities, both for her own business and the greater sense of community around her. “There's no other city I would have wanted to build Beauties Lab in. This is where I am from, sure, but there is something special about Montreal. The vibe is one of warmth that you always feel right away compared to bigger cities,” she says.
&OR Collective and Beauties Lab are offering readers at The Main an opportunity to win a full outfit & complimentary gift, valued at $690.
Enter for your chance to win: Get more details here.
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